2022

Killer Content Awards

Category: Nurture Campaign

The Syllabus:

Shell Aviation (SAV) was always the partner of choice for airlines, but SAV realized it needed to evolve its offerings to meet the rising demand for sustainable travel. To aid the aviation industry’s decarbonization ambitions, SAV needed to credibly build awareness of its sustainable solutions among key decision-makers in the airline business.

Lesson Plan:

SAV leveraged an ABM strategy and developed “Shell Flightpath,” a digital home for a series of video interviews between environmental journalist Joel Makower of Greenbiz and senior experts from The Nature Conservancy, Environmental Defense Fund, Everland and other aviation sustainability leaders, along with Shell executives. Each interview informed a nurture stream of content, including infographics and video animations.

Report Card:

Through the campaign, SAV:

  • Generated more than 217 leads, which included CEOs, COOs, Chief Sustainability Officers and VPs of Operations, Sales, Marketing and Fleet Management
  • Built a high-value list of 528 newsletter subscribers, outperforming its target of 500
  • Achieved a +4 in Net Promoter Score of Shell Aviation during 2021
  • Received an internal Customer-Centricity Award from the President of Shell Aviation

Report Card:

Through the campaign, SAV:

  • Generated more than 217 leads, which included CEOs, COOs, Chief Sustainability Officers and VPs of Operations, Sales, Marketing and Fleet Management
  • Built a high-value list of 528 newsletter subscribers, outperforming its target of 500
  • Achieved a +4 in Net Promoter Score of Shell Aviation during 2021
  • Received an internal Customer-Centricity Award from the President of Shell Aviation